SAN ANTONIO, TX (September 3, 2014) -- Security Service Federal Credit Union (SSFCU) has chosen three elements straight out of pop culture to highlight its launch of three new products: Power Checking, Power Credit Cards and the Power Mortgage. With fairy tales, prescription medicine ads and telenovelas as the backdrop, SSFCU showcases the power of its products…without taking itself too seriously. The series of ads was created by Austin-based Greatest Common Factory (GCF).
“Our goal was to create a campaign that breaks through the clutter to introduce some of the best products in the industry, while still appealing to a wide range of members and potential members,” says Greg Stroud, SSFCU senior vice president sales and marketing.
>> View the ads here: https://www.youtube.com/SSFCUSERVICE
The first set of ads offers up contemporary versions of Red Riding Hood, Cinderella, Rapunzel and Snow White – women who need anything BUT rescuing. These woman are strong, smart and in charge. Picture Red in a black spandex, ninja suit with high tech, wolf-detection equipment and Rapunzel in a glassed-in penthouse, fully equipped with a high-tech, lose-the-loser system.
“We love the stake-in-the-ground competitiveness of the tagline: The Last Credit Card/Checking Account/Mortgage America Will Ever Need. It says Security Service products will always be what the consumer needs,” says John Trahar, co-founder and creative director of GCF. “We enjoyed finding unique ways to tell that story.”
The second set parodies prescription medicine advertising positioning SSFCU’s new products as the proverbial pills that fix high-fee checking and boring credit cards. In one ad, a middle-aged woman with overwhelming weakness seeks relief from Low-P, or low checking and debit card power. She finds relief in SSFCU’s Power Checking which comes complete with common side effects, including happiness, lower blood pressure, smiling and an inflated ego.
The final set of ads -- Pasión de Power -- dubs English over existing telenovela content, tapping into the drama and flipping it inside out. In episode 5, titled “Pack Your Bags,” a wealthy businessman surprises his young, beautiful wife with tickets for a Power Travel Rewards vacation. She smiles and asks sweetly to make sure he gets a third ticket…for the pool boy.
”No one wakes up saying, ‘I want to see a checking account commercial,’” says Stroud. “GCF understands how difficult it is to break through the sea of sameness and get consumers to stop what they are doing and pay attention to commercials. Working with GCF, we managed to do that in a fresh, inventive and interesting way with this campaign. Not only do they handle the creative, concept and writing, they also act as our production company, so there’s no disconnect between agency and production, providing for greater synergy.”
With a dozen different spots, the media buy spans television, radio, billboards and in-theater marketing. The first ad launched in early August in Texas, Utah and Colorado, with more rolling out over the next few months. “We want people to wonder what’s coming next,” says Stroud
About Security Service Federal Credit Union
Security Service Federal Credit Union offers competitive, affordable financial products and services designed to meet the needs of its members. Headquartered in San Antonio, Texas, Security Service is an industry-leading financial institution with $8 billion in assets and 70 locations in Texas, Colorado and Utah. The credit union is among the top 10 credit unions in the nation. Security Service strives to be America’s best credit union and provides the true benefits of credit union membership with financial services of the highest quality and value. Learn more at www.ssfcu.org or call 1-800-52-SSFCU.
About Greatest Common Factory
GCF exists to serve brands that want to take themselves to the next level. The agency also operates as a production company to decrease the barriers to great production values (communication, cost, time, red tape) spending more time creating and improving content and less time meeting about what might be possible. The agency/production co. model maintains a quality, consistent brand voice through each stage of a campaign, from planning to strategy to execution. We like to make things. Better. To learn more, visit http://gcfactory.com.